This Quirks Media article, Tips For Using Johnson’s Relative Weights Analysis, explains Johnson’s relative weights analysis, a technique used to evaluate how the response (dependent) variable relates to a set of predictors when those are correlated to each other.
Branding Strategy
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Corporate Social Responsibility
Social Responsibility and Ranking Brands – A Maximum Difference Application looks at the increase in brands taking social responsibility.
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Understand Your Brand’s Movable Middle – a Key to Growth
Understand Your Brand’s Movable Middle – a Key to Growth explains how to increase this important category of buyers.
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Using research to manage a brand crisis
The Quirk’s Marketing Research Review article, “Accelerating Recovery – Using Research to Manage a Brand Crisis,” offers strategies for using research as a major part of any effort to repair a brand’s reputation.
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Assessing a Brand Funnel Using Comparative Discriminant Analysis
Assessing a Brand Funnel Using Comparative Discriminant Analysis explores how a brand can improve commitment to brands by using multiple sections of a survey or existing data silo input.
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Game Theory and Consumer Choice
Game Theory and Consumer Choice goes through one step at a time of the brand funnel.
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Brand Influencer Techniques
Brand Influencer Techniques demonstrates methodology for determining individuals and groups influencing a Brand’s decision makers’ perceptions and behaviors.
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Correspondence Analysis-Perceptual Maps
Correspondence Analysis-Perceptual Maps is a statistical visualization method that takes a snapshot of a brand’s position at any given moment.
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Corporate Image Chart
Corporate Image Chart is a graphic display of two-levels of regression which show Brand Images and Brand Drivers.
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Measuring Brand Equity With Structural Equations Models
Measuring Brand Equity With Structural Equations Models, published in Admap Magazine, explains a hybrid technique that encompasses aspects of confirmatory factor analysis, path analysis and regression analysis.
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Political Correspondence Map
Political Correspondence Map is a snapshot of voters perceptions of a given political parties. This technique is effective when assessing many attributes with several brands or the effectiveness of advertising campaigns.
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Political Branding
Finding and Measuring Your Vision Thing – Political Branding: How to Manage It and Help Your Candidates Win is an article in Politics Magazine that discussing how to position your candidate’s brand.
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Political Branding Perceptual Maps
The magazine article titled Using Perceptual Map for Political Branding explains how to use this graphical marketing research technique to uncover wedge issues for political campaigns.
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A Compendium of Brand Measurement
A Compendium of Brand Measurement discusses various Branding measurements, such as Brand Awareness, Brand Image, Brand Equity, Brand Reputation, Brand Mindshare and Point Allocations.
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Brand Equity and Discrete Choice Models
Brand Equity and Discrete Choice Models as explained in this Quirk’s Magazine article, is an example of a method by which we are able to assign an exact dollar-value to a brand name and replicate brand performance is a real-world marketplace.
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What’s in a Name?
What’s in a Name? It all starts with a name. Just as each of us has a name at the core of our individual sense of identity, so brands have names as the basis of their visual and verbal identities. Specific methodology tests and validates naming choices.
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Building and Measuring Brand Personality
Building and Measuring Brand Personality differentiates brand image, denoting tangible benefits and attributes, from brand personality, the emotional associations of a brand.
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Mining the Silent Evidence
Mining the Silent Evidence discusses intricacies of brand funnels and filters for discovering opportunities and consumer groups to target.
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A Step Further – Measuring Improvement of NPS
A Step Further – Measuring Improvement of NPS explains how to discover which factors improve the Net Promoter Score metric which reflects consumers’ recommendations of a product or brand.